All of our drives now ship with a real slick utility that is not proprietary - that uses built in OS formatting commands - to make initial initialization(including partitioning options) quick and painless. I believe it is supposed to also move the freebie software bundle to the initialized drive volume as part of the process.
We still have a lot of customers that have PowerPC Macs as well as Intel Macs. For boot support, Apple requires a different schema for the PPC vs. the Intel Macs - and this takes care of that selection based on the system connected to.
We also have some customers, that for various reasons, want a Windows supported initialization - which this also supports.
it's not proprietary in anyway in terms of the resulting initialized volume(s). You can always use disk utility as well at any time. By using OS standard commands, it is 100% compatible with any future update, etc with same scenario as if formatted with the Disk Utility app, etc.
Also - we are making additional updates to our utility to reduce the number of clicks to do the standard/default 'best recommended' setup which is basically one partition of the correct schema - but still leaving the options too as noted.
honestly- we need to cover our own software app better. it's a nice utility for initial setup, and will refer to an outside review for more info here...
http://macperformanceguide.com/OWC-DriveGuide.html